Shirt Maker Olymp Buys Trademark Rights of Eterna - Eterna's 163-year shirt legacy ends as Olymp acquires brand rights
Eterna, a long-standing shirt manufacturer, has shut down after 163 years in business. The company filed for insolvency in December 2025, and no buyer stepped forward to take over its operations. Instead, rival firm Olymp has purchased the brand rights, though the price remains undisclosed.
Eterna was founded in Vienna in 1863 before moving its headquarters to Passau in 1927. At its peak, the company employed around 400 people, specialising in business shirts for office workers and executives. However, financial struggles led to a restructuring effort in 2021, which ultimately failed to secure its future.
The brand's final collapse came after it entered self-administered insolvency late last year. With no full takeover offer, production ceased this summer, ending its long history. Meanwhile, Olymp, a competitor in the premium shirt market, has steadily grown its own presence over the past five years. Between 2021 and 2025, the company expanded its market share from 12% to 18%, driven by product innovation and partnerships with over 2,000 retailers. Annual sales rose by an average of 8–10%, making Olymp the leader in its segment, according to GfK data.
Olymp now plans to revive the Eterna name for its existing customer base and retail partners. The acquisition ensures the brand will continue, though under new management.
The closure of Eterna marks the end of a 163-year tradition in shirt manufacturing. Olymp's takeover of the brand rights means loyal customers may still find Eterna products in the future. The move also strengthens Olymp's position in a market it has dominated in recent years.
